Prompted by a discussion in the comment thread of a recent post, I figure it’s time to revisit the idea of reinventing the marketing organization. However, before we get into that, let me make a couple of things clear:
- This is my personal blog – all of the content here is my personal opinion. I pay Typepad’s annual fee out of pocket. I blog "officially" for work somewhere else.
- I don’t receive any compensation (commission, credit, or otherwise) for Forrester reports purchased from the forrester.com website.
I’ve been fortunate to be able to share my research on reinventing marketing to many public and private audiences since the report was published in July 2006. Here’s a compilation of content related to my work that you might find useful (some subscriptions may be required):
- The original Forrester Reinventing The Marketing Organization report (July)
- My post on the Forrester marketing team blog about it (July)
- Ben’s take at Church of the Customer (July)
- An archived Forrester client teleconference (August)
- A podcast and discussion from Forrester’s Consumer Forum 2006 (October)
- My post on the Forrester Consumer Forum EMEA blog in response to questions after my speech (November)
- Josh Hallett’s summary of my speech at Mplanet 2006 (December)
And links to others who are thinking in the same direction:
- The ANA’s Bob Liodice
- ANA Marketing Maestros Will Waugh and Michael Palmer
- Ed See at MMA
- McKinsey & Company
I’ll be extending the research into discussion of agency relationships and building internal credibility in the upcoming quarters. Would love to hear thoughts on where this can/should go. For example, how does this apply to B2B marketing? My Forrester colleague Laura Ramos will move the ball forward in that area.
[BTW the picture has nothing to do with reinventing marketing – it’s a picture of what Cambridge looks like today outside my window.]